Milton has released a TVC for its latest innovation, the Leak Lock Steel Tiffin. This is India’s first TVC shot on an iPhone. The TVC has been launched as part of its ongoing ‘Kuch Naya Sochte Hain’ campaign.

Conceptualised by Ogilvy Mumbai and directed by Bauddhayan Mukherji from Little Lamb Films, the film depicts the daily routine journey of the tiffin from home to office, through regular city life. While leak-proof plastic tiffins have been in the market for a while, Milton raises the standard of innovation higher by implementing leak proof technology in the steel tiffin.

Watch the ad here:

Ajay Vaghani, managing director, Hamilton Housewares Pvt. Ltd., says, “As leaders in the consumer housewares segment, we constantly strive to provide innovations to solve day to day problems faced by our customers. To solve the issue of food leaking out of tiffins, we designed a range of tiffins with leak-proof lids to ensure that you can carry your tiffin everywhere without worrying about anything spilling out. This is a predicament faced and ignored by many, but we provide novel, efficient solutions for the same.”

Kunal Jeswani, CEO, Ogilvy & Mather, says “It is always challenging to do a great product demo. What I love about this piece of communication is that it focuses on the core product benefit throughout and yet takes the viewer on a journey that is both engaging and entertaining. Clearly one of my favourite pieces of work in 2017.”